Jerde reports, “The two News Corp.-owned publications will offer an unusual guarantee to print advertisers who take out an ad between April 1 and June 30, the company will tell clients today.
“The ad must achieve at least a 70% recall rate, a benchmark measured by Research and Analysis of Media (RAM), a third-party international research firm. If it doesn’t, those advertisers will be offered the same-size ad and placement for free within two weeks of the original ad’s run date.
“‘I want to do something that’s meaningful and benefits as many partners as possible, but is simple,’ said Josh Stinchcomb, global chief revenue officer of The Wall Street Journal and Barron’s Group. ‘We need solutions right now that can actually move the needle for them from a business perspective,’ a straightforward offer without any ‘complexity’ and ‘nuance’ to complicate it, he added.
“Stinchcomb said he wanted to offer a program while the Journal’s journalism has been ‘rich in attention,’ which he wants to replicate for advertisers.”
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